Looking at a conversion funnel
– As you begin to optimize your online marketing efforts, you’ll need to start paying careful attention to your funnel. You use the funnel to visualize where problems are. Here, I’ve gone ahead and pulled up an example of what a goal funnel looks like in Google Analytics.So, here, we see that the first step is to add an item to the cart. And then, we need to proceed to billing and shipping, payment, review our order, and then our purchase is complete. By tracking this visually in a funnel, you can identify where people are abandoning. So, right away, I can see there is a significant problem happening at the cart stage.
Only 33% of people who add an item to their cart continue on to billing and shipping. This could mean that there is something broken on the website, or people don’t understandhow to actually get into that next step. There is clearly a fundamental problem here. We cannot rely on people to inform us of our problems. We have to use our data in order to find them, and this is a great way to see that something is broken, we need to go fix it, and then, we can see if these numbers improve. Let’s take a closer look at how to set up a funnel in Google Analytics.
Now, again, we’re already logged in to our Google Analytics account, and we need to select the settings icon in the bottom left hand corner, which brings us into the admin interface,where we can set up goals. Now, I’m going to go ahead and switch back in to my test account. If you recall, we just set up a goal here in the Goals area under the View column.Let’s go ahead and select a goal that we created previously. I’ll select Edit, next to Goal Details, and let’s turn the funnel value on. At this point, Google is asking us to indicate step one.
This could be the landing page, the first page of your eCommerce site, or your home page.This is whereever people are coming into your funnel. So, you’ll name this step, and name it something you’ll recognize, because you’ll be looking at this funnel often. I’m going to label this Membership Landing Page. And then, we’ll add the URL. Let’s assume that it’s at membership-page. Now, I could toggle this to be required. If a user cannot convert without starting at the first page, or you want to ignore anyone who doesn’t start at the top, turn this on.
This will ignore anybody who comes into the funnel on step two or step three. Now, add the next step in your funnel. This could be the cart page, the actual form. In this case, I’m going to say this is the membership form. And then, let’s add step three, and we’ll assume this is the payment page. Now, one thing I’ll point out is that multiple page views will be consolidated. So, if someone visits the first step of your funnel five times during a single visit before they get to step two, they only count as one view per step.
And that’s really all there is to setting up your funnel. We already went ahead and set up our destination above, which will be the last step of our funnel. So, that’ll be where the goal conversion happens. Now, we simply choose Save, and once we go back to our funnel page, we’d see a visualization, just like we saw earlier, of how this funnel is working. Now, as a final note, just like our goals, Google Analytics won’t calculate any data retroactively. So, be sure to set them up from the start, so you can immediately begin to optimize your conversion performance.